Hotels Now Offer VIP Access to the World's Biggest Sports Events

The Waldorf Astoria New York transformed its nearly 10,000-square-foot Grand Ballroom into a full-size tennis court this past August, where pros including Ben Shelton, Tommy Paul, Leylah Fernandez, and Maria Sakkari played showcase matches beneath the chandeliers as guests watched with Champagne in hand. The US Open-timed event featured meet-and-greets and coaching sessions, with attendees later retiring to the hotel's rooms upstairs.

The scene reflects a broader shift: the sports-tourism market was valued at $1.16 trillion in 2025 and now accounts for roughly 10 percent of the tourism economy. Travelers increasingly want more than a seat in the stands-they want to play alongside Grand Slam champions and watch Formula 1 from VIP grandstands, and top hotels are stepping in to arrange that access.

At Aspen's The Little Nell, Olympian Christian Vande Velde leads cycling camps at high elevation, while The Ritz-Carlton Oahu, Turtle Bay partners with the Jamie O'Brien Surf Experience to let guests ride iconic breaks with the namesake champ. Andy Roddick rallies with guests at San Diego's Rancho Valencia Resort & Spa, and Feliciano López takes the courts at St. Regis Maldives Vommuli Resort.

Hilton, which plans to launch a Waldorf Astoria Racquet Club at the forthcoming Waldorf Astoria London Admiralty Arch in March 2027, sees appeal in tying such experiences to local culture. Jamie Kerr, Hilton's vice president of luxury marketing strategy, described the aim as giving guests something to participate in-whether holding a racket, watching courtside, or simply soaking up the energy.